Richard Chapman brings you the latest conversion and analytics news, trends and blogs
Fiverr’s Success is Tested, and Tested Again
Brad Tiller considers Fiverr’s route to success from launch in 2009 to now having more than three million freelance ‘gigs’ on board. In 2014, the Fiverr team hired Yoav Aziz as a growth specialist, who introduced A/B testing and optimisation to the site.
In one year, Yoav and Fiverr have run more than 400 A/B tests on its landing page in the past year and the results speak for themselves – a 457% increase in landing page registrations. However, what makes this truly incredible is that, at the time of starting with Fiverr, Yoav had little to no experience of conversion optimisation. If he can learn it in under a year you can too.
How To Use Headlines as Clickbait
David Crowther examines the success of Upworthy – an online news site – and how it has come to rival the big content kinds of Huffington Post, Buzzfeed and Wired thanks to its influential headlines.
Crowther says the Upworthy headlines are cleverly crafted to trigger curiosity, using phrases such as ‘You won’t believe what happened next’ to pique interest.
The Upworthy headlines are also social media compatible, by being informal and conversational. And, according to Crowther, each headline is rigorously tested, and not just A/B testing, as up to 25 headline variations can be tested at any one time.
So what are the secrets? Crowther lists three top tips:
- Use numbers, facts and statistics
- Be direct – talk to your audience
- Use interesting, powerful words – use adjectives and don’t be afraid of melodrama
What is Conversion?
Christopher Ratcliff took us back to CRO basics this week with his blog on eConsultancy looking at CRO and why companies need it. In his beginners guide to the marketing discipline, Ratcliff takes us through what is conversion? What is CRO? And what techniques can be used to improve conversion rates.
He underlines the fact that conversion is not always a purchase. It can be an email sign up, a new account creation, a survey completed or an app download.
His post also tackled A/B testing, customer journey analysis and customer feedback – all valuable stages of CRO development.
Talking to the Buying Brain
Successful optimisation talks to both the adult and the child within, and taps into their desires for more pizza, ice cream or chocolate, says Dale Cudmore in his Crazy Egg blog this week.
He talks about how to tailor your message to the many different personalities your clients can hold. He references the 16 Myers-Brigg personality types and identifies five common values that influence buying.
- Freedom – don’t constrain your customer, give them a get out clause such as a returns policy or money back guarantee
- Enjoyment – Make your product fun and target the inner child
- Responsibility –As well as targeting the inner child, talk to the adult who needs to make a well-researched buying decision
- Intelligence – Everyone wants to feel clever. Cite research and statistics on why your product is good.
- Integrity – Be seen to be doing the right thing, highlight charitable actions – imperative if you are a luxury brand and want to help a client justify their spend.
Creating Killer Landing Pages
Brad Tiller takes a closer look at the landing pages of six B2B software companies and considers how well they work at conversion on first sight.
He looks at Leanplum, Infusionsoft, Domo, Emma, Constant Contact and Autopilot. His conclusion is that your landing page has to lead with the customer and not with the product. Tell them why they are here in language that talks direct to them. And make them happy they clicked onto your site.
7 CRO Mistakes to Avoid
Alex Bashinsky lists his top seven conversion rate optimisation mistakes to avoid in his blog post on Search Engine Journal. He advises:
- Your site isn’t ready for CRO. Focus first on product-market fit before implementing CRO.
- Your ads don’t match site experience. Make sure your landing page delivers on the promises in your ad text.
- You’re testing minor details, not big picture processes. With CRO you need to start big and then drill down to smaller elements.
- You don’t wait for statistical significance. Patience is a virtue with CRO. A sharp uptick can be a blip. Make sure your testing runs the course.
- You don’t have enough traffic to run split tests. In an ideal world, you test until you have at least 100 conversions. But if your site doesn’t attract that much traffic consider limited-traffic testing, such as big changes, running fewer variations, and running tests on highest traffic pages.
- Your split tests are hurting your SEO. Never implement tests that have a negative effect on SEO.
- You don’t take external factors into account. Give your regular users time to ‘re-learn’ how to navigate your new site. Consider the impact of other factors such as natural disasters, new technologies, or the length of your average sales cycle.
More Conversion and Analytics News
Read our previous CRO news roundup: Banana Splits, Talking Like Apple and Online Dating Sites
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